imagery that engages and sells · 2020-06-24 · give details of sensory experiences: what people...
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Imagery that Engages And Sells
CREATING COMPELLING CONTENT
Visuals Are Crucial
Fáilte Ireland research shows that images are the strongest factor that influences tourists when deciding to go on holidays.
After they have made that decision, then they watch videos for inspiration
of what to do during their trip.
▪ Give details of sensory experiences: what people will do, see, hear, touch, taste and smell;
▪ Create an emotional experience for viewers by giving them a sense of the atmosphere, which is specific to each target audience.
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Visuals Are Crucial
Visuals allow you to
Meeting EmotionalNeeds
Izu Shaboten Zoo in Japan:
in its “GIBBONTEI Forest Animal” restaurant, stuffedanimals occupy seats toensure social distancing.
Evaluate Your Header Images
Ideas/Inspiration
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Provide reassurance
Share images that provide reassurance for customers that you are adhering to safety protocols.
© BóTOWN, Galway
Let a picture do the talking for you
Highlight special events, such as birthdays.
Show staff and/or customers having fun
You can still have fun
© Dan Murphy’s Irish pub,Amsterdam
If including safety measures such as plexiglass panels, show a happy person in the photo to create a positive mood
Create the Right Mood
Include visuals of safety features
(such as gloves) in images but
ensure the STORY of the photo is
compelling enough to take the focus
off that aspect
Subtly show the safety measures in place
Find innovative ways to encourage people to support other local businesses
Be innovative
SHOP LOCAL = key message
Humour is a fantastic way to reference the restrictions while creating a warm and fuzzy feeling.
Be humorous
Share photos that convey the personality of you and your team
Be humorous
Composition
What makes a photo great!
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Rule of Thirds
Frame your Subject
Look around to see if there’s a way you can frame your subject creatively.
e.g. vegetation, tree branches and trees, doors, windows
Use focus to draw the viewer in
© The Twelve Hotel
Use leading lines to direct the viewer’s attention
Choose a different perspective
Use high or low angles
Use colour to create the right mood
Warm colours
Cool colours
Try and capture the action
Creates a sense of adventure, excitement
Make sure you are
COMPLIANT
Meet Your GDPR Obligations
Signed Release forms – get signed release forms for locations and model release forms for on-screen talent. If you photograph children, a parent or guardian must sign the release form.
GDPR Requirements – ensure you understand and comply with GDPR requirements.
Use for tourism and sales – the release form should ensure that you and third parties associated with your business can use it for tourism promotion and sales purposes — if possible, in perpetuity across all media, public and private.
License for use – if you would like to use someone else’s photographs on your website or social platforms, ensure you have the correct license to use them.
Taking Quality Photos
with your Smartphone
Resolution determines the quality of a photo
▪ A camera’s resolution, is the amount of detail a camera can capture - measured in megapixels (1 million pixels)
▪ Smartphones - 12 MP or better
▪ DSLRs - 30 MP or better
▪ High resolution images have larger dimensions (e.g. 4000px x 3000px)
▪ Low resolution have smaller dimensions (e.g. 800px x 600px)
Digital images are made of coloured tiles known as pixels.
High resolution Low resolution
Increasing a low-resolution image to a size it wasn’t intended for creates a grainy/pixelated image
Setting the Focus on your Camera
Without a face to focus on most camera apps will always focus on the centre of the scene.
Tap on the subject on your screenSource: www.iphonephotographyschool.com
Change Exposure in Camera
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Tap on subject and then a slider appears with a sun
symbol, move your finger up and down to adjust exposure
Exposure of your photo is linked to what’s in focus.
Source: www.picturecorrect.com
Avoid Using Digital Zoom
▪ Avoid zooming in using your smartphone — it will decrease the quality of your image.
▪ Crop it later instead
Tips for taking good quality images
Clean your lens – fingermarks, dust from your pocket/bag.
Use a tripod – if possible, use a tripod to help steady the camera – this is especially important in low light conditions (e.g. night-time).
Use natural light – always use natural light if you can and make sure the light source is not behind the subject. This can make the subject appear very dark.
Common Photography Mistakes
Common Photography Mistakes
Source: www.iphonephotographyschool.com
Elevating Your Photos
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A few ways you can elevate your photos
Filters
Use filters to change the mood of a photo
Captions
Elevate the story through captions
Colour popping
Use colour popping to add drama
Use Filters to Enhance Your Images
Go for the gothic look
Use Filters to Enhance Your Images
…or the historical
Use captions to tell a story
Use Colour Popping to Add Drama
Tips on Creating Great Images
Always shoot at the highest quality – gives you more options on how you can use it.
Modes and settings on your camera – practice as much as you can with focus, exposure, etc. until it becomes second nature.
Take multiple shots – it’s really hard to get the perfect shot in one take so take a good few, especially if photographing people.
Get creative – use captions, colour popping and filters to elevate your photos.
Ireland’s Content Pool / Business Listing
www.IrelandsContentPool.com40,000 free promotional images, video, and other marketing assets.
failteireland.formstack.com/forms/get_listedGet your business listed with Failte Ireland
Video Content That Engages And Sells
CREATING COMPELLING CONTENT
Why tell stories through video?
▪ People choose for emotional reasons – how you make them feel.
▪ Great storytelling – most powerful and effective way to evoke emotions and compel people to book with you!
▪ Know your customers’emotional needs.
© Tourism Ireland
Meeting Emotional Needs
Know the emotional motivations of your target customers and create content which persuades them you will meet those emotional needs
Create Content That Meets Emotional Needs
Ideas / Inspiration
Destination Storytelling
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People visit places for a necklace of jewels.
Destination Storytelling
Cultural Reference Video
Culture
the characteristics and knowledge of a particular group of people, encompassing language, cuisine, social habits, music and arts.
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Action Video
More Types of Videos
▪ Promotional video
▪ Product/service video
▪ Video blog (vlog)
▪ Customer testimonials
▪ Showcase your staff
▪ Interviews
▪ Local Experts
▪ Event video
▪ How To video
▪ Top Tips
▪ Outtakes video
Shooting Video On A Smartphone
Allow ample time
Do storyboards
Important shots first
External microphone
Top TipsWhen Shooting Video
Allow three times longer for filming than you think it will take
Use tripod/mount
Lay audio first in edit
Allow ample time
Do storyboards
Important shots first
External microphone
Top TipsWhen Shooting Video
Storyboards illustrate what shots will cut together and ensure you won’t forget any shots when filming.
Use tripod/mount
Lay audio first in edit
Source: Toolshero.com
Allow ample time
Do storyboards
Important shots first
External microphone
Top TipsWhen Shooting Video
Film the most important shots first in case you run out of time.
Use tripod/mount
Lay audio first in edit
Allow ample time
Do storyboards
Important shots first
External microphone
Top TipsWhen Shooting Video
Use an external microphone which plugs into your camera/smartphone to ensure great audio.
Use tripod/mount
Lay audio first in edit
Allow ample time
Do storyboards
Important shots first
External microphone
Top TipsWhen Shooting Video
Use a tripod/mount to ensure your shots are steady.
Use tripod/mount
Lay audio first in edit
Allow ample time
Do storyboards
Important shots first
External microphone
Top TipsWhen Shooting Video
Lay audio of interview or voiceover first when editing. Only lay music first if you are cutting to the beat of the music.
Use tripod/mount
Lay audio first in edit
Make sure you are
COMPLIANT
Meet Your GDPR Obligations
Signed Release forms – get signed release forms for locations and model release forms for on-screen talent. If you photograph children, a parent or guardian must sign the release form.
GDPR Requirements – ensure you understand and comply with GDPR requirements.
Use for tourism and sales – the release form should ensure that you and third parties associated with your business can use it for tourism promotion and sales purposes — if possible, in perpetuity across all media, public and private.
License for music – Ensure you have a license to use the music you’ve chosen for your soundtrack.
Tips for Shooting Interviews
Leave “looking room” on the side of the
frame that the interviewee is facing.
Orientation: Landscape versus Portrait
YouTubeFacebookInstagram posts (or square)
Facebook storiesInstagram stories
TIMINGS SCRIPT VISUALS AUDIO
1’00” —1’05”
“Everyone’s day at the waterpark is different.”
Mary in vision Mary interview
1’05” —1’10”
“It’s a thrilling experience for all members of the
family.”
Footage of children and adults sliding
down the waterslide at the waterpark.
Mary interview
1’10” —1’20”
(No voiceover) Shots of all of the activities at the
waterpark.
Music soundtrack
Log Your Footage For Editing
How To Script A Video
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Purpose of Video ▪ Promote an event
▪ Highlight your USPs
▪ Introduce a new product/service
▪ Target a seasonal market e.g. summer, Christmas
▪ Establish credibility e.g. testimonials
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What is the purpose of your video?
Where To Start?
what’s your key message?Start at the end
Note: it can be your tagline
Developing The Story
Once you’ve decided on the message, develop a story which builds up to that message at the end.
This story development is the best investment you’ll make in your video.
How To Script A Video
1. Hook the audience — be clear on value to the viewer!
2. Then tell your story
3. Sum up the value then finish with a call to action
4. Put your message/tagline onscreen at the end of the video
Top Tips For Creating Captivating Videos
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Tips on Creating Great Videos
Show great visuals
Style that captures attention e.g. changing speed of clips, pace of editing, transitions.
Tone that is appropriate for your audience e.g. humorous, uplifting, inspirational, emotionally evocative, cheeky, epic.
You can combine voiceover and captions or choose one of them.
End the video with a call to action
Video Editing Tools and Apps
iMovie (Mac)
VSDC Video Editor (Windows)
ShotCut
Magisto Video Editor & Maker
Wondershare Filmora
Wave.Video
Laptop Tools Smartphone Apps
Kinemaster
Quik
Magisto
FilmoraGo
Adobe Premiere Rush
Ireland’s Content Pool / Business Listing
www.IrelandsContentPool.com40,000 free promotional images, video, and other marketing assets.
failteireland.formstack.com/forms/get_listedGet your business listed with Failte Ireland
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